People—myself included—can’t remember what it was like not to be able to do things before their mobile was in their pocket. Since early this year, the volume for local searches without including the specification “near me” have outgrown comparable searches which did include it. Search is absolutely central here, acting as the filter that enables the empowered consumer to get what they want, when they want, wherever they want. By using our services, you agree to our use of cookies. At the same time—as consumer attention is more selective—never before have we had such a need for the magic. Mobile is rewriting communication and commerce, changing the relationship between brands and people forever. The brands that lead this, providing consumers with a frictionless experience online and off, are the brands that will win in the future. This means being relevant, tailored, and personal—a huge shift from when brands (especially CPG businesses like Unilever) tended to be built for the masses. Today’s hyper-empowered, tech-augmented consumers are increasingly in control of the branded messages they receive and how they shop for brands. There is a huge opportunity here for brands to help simplify lives in this complex world—to make massive choice digestible. General Management at Unilever Internship Marketing - Consumer Market Insights (CMI) in Hofplein 19, 3032 AC Rotterdam, Netherlands | General Management at Unilever … And they need to do it all in real time, in context, in the language. Marketing is magic plus logic, art plus science. Cookies help us deliver our services. Apply for Internship Marketing - Consumer Market Insights (CMI) job with Unilever in Hofplein 19, 3032 AC Rotterdam, Netherlands. Based on your location, we recommend you check out this version of the page instead: Think with Google’s Guest Editor, Unilever’s Chief Marketing and Communications Officer Keith Weed, shares his perspective on the shift from mass marketing to mass customization and how brands will adapt. Similarly, brands can help simplify the online world of seemingly neverending content to help organize people’s experiences in a connected world. As we move from mass marketing to massive customization—from focusing on averages to individuals—I believe that in the future we will build brands in segments of one. U.S. For brands to be allowed a part in the hyper-empowered consumer’s life, they have to be able to both anticipate and assist with their needs. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, age or national origin and will not be discriminated against disability. We work from early concept development to product, packaging and advertising. For marketers who have traditionally created and marketed brands to the dominant majority—the largest segment—this means thinking about marketing very differently than in the past. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. At Unilever we have an ambition to have a billion one-to-one relationships—I don’t believe that a focus on the individual has to mean “niche.”. In practice, I think it means three things. We do this by intimately understanding our consumers behaviors and needs and then feeding this into all brand decisions. If you are an individual with a disability in need of assistance at any time during our recruitment process, please contact us at Source: Google Data Jan. - June 2017 vs. Jan. - June 2015. Chief Marketing and Communications Officer. Leverage data to deeply understand the new and complex consumer journey, and be clear where your brand should be present to add the most value. As micro-moment behavior—where people instinctively turn to their device to act upon a need—becomes the norm, consumers’ expectations of value, convenience, and immediacy of response from brands are becoming increasingly demanding. The CMI function’s mission is to show the business how and where to win. For example, searches for “open now” have tripled since 2015 and mobile searches related to “same-day shipping” have grown over 120% since 2015. Never before have we as marketers had the ability for the logic half of the equation that data affords us today. searches for “open now” have tripled since 2015 and mobile searches related to “same-day shipping” have grown over 120% since 2015, local searches without including the specification “near me” have outgrown comparable searches which did include it, Unilever’s CMO shares 3 brands he thinks are exceeding consumer expectations. An insight, like an engine, is only useful insofar as it powers something, and for Unilever, what insight powers are business decisions, and in doing so, business strategy.